Whether it’s a book, a joke, or a business pitch, the ability to capture attention and make people feel something is what drives action. Few people understand this better than Forbes Shannon, a successful stand-up comedian, bestselling ghostwriter, and Chief Storyteller at Baryon Design, who has built his career on turning stories into influence.
In this conversation with JL, Forbes reveals why every story is a sale, how comedy sharpens connection, and why intention matters more than persuasion. From performing live comedy, he shares lessons on listening beyond words, finding humor in pain, and stepping into the “main character” role in sales and life. This episode is packed with insights to help you sell authentically by telling stories that resonate.
Chapters
(00:00) Introduction
(05:39) The Power of Storytelling in Influence
(12:08) Mentorship and Democratizing Guidance
(20:00) Judge Judy Story
(24:46) Comedy, Obligation, and “Coming Correct” for Audiences
(29:38) Overcoming Brain Injury and Becoming a Writer
(33:16) The Secret of Great Writing
(41:13) Intention, Transparency, and Ethical Selling
(55:35) The Main Character Mindset in Sales and Life
What’s the most powerful story you’ve used (or heard) in sales? Share it in the comments, I’d love to read them.
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